Campaign details

Brand: PruBSN
Brand owner: Prudential BSN Takaful Berhad 
Lead agency: Ensemble Worldwide
Contributing agencies: Mastermind Worldwide
Country: Malaysia
Industries: Insurance
Media channels: Direct marketing, Magazines - consumer, Online display, Online video, Other & ambient media, Search marketing
Budget: Up to 500k

Executive summary

Life insurance is not a priority among breadwinners in most households in Malaysia. Even if they are buying insurance, it's more likely to be just for their children. But if breadwinners were to die tomorrow, how would their family fare financially?

Hence PruBSN created Warisan (Malay for 'legacy'). A life insurance designed to leave an inheritance upon death in the form of hibah (gift). But communicating a product that hinges on death is difficult.